Advertising throughout magazines

Is there to much advertising in magazines? Are magazines becoming just another tool to persuade society into materialistic needs, and are magazines now just a commercial tool for advertising companies? This question is often raised by magazines readers, however on the other hand can magazines survive without companies paying to place advertisements in the magazine.

Magazines are one of the important avenues advertisers seek to promote their goods. Advertisers are willing to pay for the attractive pages of a magazine as well as fight for prominence with in a magazine, for advertising companies recognize the power of being seen in particular magazine and on particular pages. Recognition of the wide audiences made available through magazine readership has ensured advertising companies use this tool of communication to advertise everything from woman’s razors, and the latest Gucci clothing to sports cars and holidays. However, it can be argued that Advertisements are beginning to take over the magazines content. For example, the Vogue October 2007 edition displayed purely advertisements for the first 40 pages. After these 40 pages the reader arrived at the first content page, and in the following pages every second page would display an advertisement. Throughout the whole magazine, even if there was a page that wasn’t an intended advertisement, the page would contain the brand of the clothing the model was wearing, where to get it, how much it costs and a phone number to call and order.

Thus it can be seen why many readers of magazines are frustrated and feeling that advertising is taking over magazines. Within magazines selected advertising companies, due to the power of money, have a large influence over editorial content and lay out of magazines thus, poising the question, how much of our favorite magazines is stylized with the sole intention of persuading us into a purchase a product? Clearly it can be argued that an advertising frenzy is occurring within magazines making this popular media tool a commercialized area to further sell and influence its readers.

On the other hand, it is a fact that advertising is a necessary component of a magazine production and without this the magazine will most likely fail. Within the production of a magazine there are three areas necessary to keep the magazine alive: editorial, advertising and circulation. Editorial must keep the reader interested and provide what the reader wants, circulation shows to the advertisers that the magazine has the audience they desire, and advertising provides the funds to keep the magazine alive. So, if all three work together there should not be the perception that is currently around, that magazines are becoming one of the biggest advertising tools in today’s mass media.

Event: San Francisco Magazine's Fallfest

On October 6, San Francisco Magazine held its annual Fallfest event in the Justin Herman Plaza near the Embarcadero in San Francisco. Bringing together over eighty Bay Area eateries and wineries in the dazzling afternoon sun, the magazine set to establish Fallfest as the food and wine event of the season celebrating the local bounty of the Bay.

Between the Asian-influenced raw delicacies, fried chicken and cornbread, savory liver mousse and delectable confectionary bites; the price of an $80 general admission ticket bought one the opportunity to feast and drink to their hearts’ content. With informative chef demonstrations and dozens of tempting tents set up along the plaza, guests got to mingle while tasting the creations from local favorites such as Postrio, Quince and Aqua as well as sampling a slew of local wines.

Of course for those desiring an up-graded culinary treat, VIP tickets were available for $150 and included an additional wine flight tasting with custom food pairings and a gift bag.




San Francisco Magazine, joined with the Examiner and KRON 4, engages in such events each year to promote their position as the leading exclusive, city-read for the discerning San Franciscan reader. Fallfest, along with the magazine’s summertime Best of the Bay event, proves a great marketing tool not only for reaching out to readers, but also to gain new advertisers as well. Some of the magazine’s top advertisers helped sponsor Fallfest such as The Ritz Carlton Club, Bauer’s transportation, Amstel Light and Fiji water.

Currently San Francisco Magazine markets itself to the established, affluent decision-makers of San Francisco and by pairing with local fine-dining establishments - the magazine has established a brand for itself much like the old-fashioned Good Housekeeping Seal of Approval. Each year the magazine puts out its picks for the Best of the Bay, creating a trusted relationship of taste and choosiness amongst their readers.

By tapping into the diverse food and wine culture of the city, Fallfest is yet another way for San Francisco Magazine to make its presence known among the trendy “who’s who” in the Bay Area. Additionally, the magazine holds its Fallfest to benefit the charity Meals on Wheels – aiding their well-off readership that wishes to donate to much-needed local causes.

The leading competitor of San Francisco Magazine is 7x7 magazine which also distinguishes itself as the Bay Area read for the affluent and hip. In addition, each year 7x7 declares its pick for the best of the Bay Area, yet does not hold an annual fall harvest event like San Francisco Magazine.



According to Erica Minix, assistant to the President of San Francisco Magazine, the magazine also holds smaller promotional events with the same purpose of the Fallfest on an almost weekly basis.

Making its presence known at these exclusive local parties, the magazine is constantly promoting itself and handing out free copies to potential subscribers. At Fallfest, the magazine did the same and by hosting the event, was able to distinguish itself as the leader in what’s new, fresh and tasty in the Bay Area culinary scene.